Beauty revolution: AI, AR and DNA-based technologies are expected to advance, experts forecast

03 Nov 2022 --- Digital technology is spreading its network to the beauty and cosmetics industry in more ways than just e-commerce. PersonalCareInsights speaks to Perfect Corp., Revieve and SharpEnd to log into the expanding beauty metaverse, which is powered by artificial intelligence (AI), augmented reality (AR) and near-field communication (NFC) technologies.

“There is now a huge demand for technologically driven services in beauty. The COVID-19 pandemic has played a huge part in this acceleration as consumers turned to brand digital channels during the height of the pandemic for product advice and inspiration,” Alice Chang, CEO and founder at Perfect Corp., tells us.

Acknowledging the effects of the COVID-19 pandemic on beauty digitalization, Sampo Parkkinen, CEO and founder at Revieve, highlights the consumer expectation for brands and retailers to invest in new technology.

“The effects of the pandemic have accelerated digital transformation and adoption – many consumers are turning to e-commerce alternatives more than ever before to make their purchase decisions. As the retail landscape continues to evolve, consumer demands are driving brands and retailers to elevate how they reach and interact with shoppers across various touchpoints,” he underlines.

Alizée Verstraeten, creative strategist at SharpEnd, believes that people staring at their faces on Zoom calls was a huge catalyst for many to become more aware of their appearance and book beauty treatments to enhance it.

“As beauty tech integrations such as virtual try-on rooms become a normalized part of customer’s shopping journeys, consumers will expect these personalized shopping experiences from brands. They will seek out brands that provide entertaining shopping experiences, personally tailored product recommendations and individualized beauty consultations, tutorials and advice,” she predicts.

Revieve uses AI to help consumers analyze their skin (Image Credit: Revieve).Hyper-personalization and DNA-tech
The future of skincare and beauty is going to be hyper-personalized, according to SharpEnd.

“We can conclude that a one-size-fits-all mentality is no longer acceptable. If we look into Gen Z consumers more specifically, they are focusing and turning to beauty that celebrates their uniqueness and has a customized approach to their preferences and needs. DNA-level personalized insights and products align perfectly with those needs,” Verstraeten informs.

DNA-based skincare is a bespoke product based on genetic makeup and daily lifestyle habits. “The methodology uses an algorithm to analyze answers from a skincare questionnaire and recommend which type of customized product is best for you and your skin,” continues Verstraeten.

Regarding personalization, Perfect Corp. elaborates that it is a “huge trend” in the beauty and retail world.

“Personalization is also revolutionizing social commerce – influencers can talk about a product in a video, and viewers can immediately try it in real-time through virtual try-on technology or browse for other alternative shades that suit them. The advancement of beauty technology empowers brands and retailers to offer more personalized and tailored experiences than ever before,” Chang states.

Additionally, according to Parkkinen, hyper-personalization is at the core of accessibility and inclusivity. “Beauty technology companies must put each consumer and their individual goals at the forefront of development and build experiences, products or services centered around consumers’ diverse needs and backgrounds,” he says.

Personal beauty consultant in your pocket
Personalized beauty advice also comes in the form of a range of solutions developed by digital brand experiences specialist Revieve, such as the AI Haircare Advisor, AI Makeup Advisor and AI Suncare Advisor.

“The launch of the AI Haircare Advisor in collaboration with Living Proof gives consumers personalized diagnostics and haircare routine recommendations based on hair type, volume, curl type, color and other parameters – all from the snap of a selfie,” details Parkkinen.

“In partnership with Shiseido, we launched the AI Makeup Advisor – the world’s first holistic digital makeup advisor experience – that leverages true-to-life virtual try-on technology to recreate the in-store product evaluation experience with options to try on products before purchase, empowering shoppers to make purchases confidently.”

Revieve and cosmetics company Marionnaud teamed up to launch the AI Suncare Advisor, which recognizes different types of spots on the face to help users identify any early signs of melasma and hyperpigmentation, enabling them to take a preventive approach to UV exposure.

New world of “shoppertainment”
Parkkinen envisages that in the future, beauty tech will continue to merge innovative technologies, gadgets, mixed reality experiences and rich data collection – all centered around supporting customers in expressing their individuality by bringing a new wave of experiential opportunities, regardless of location, language, format and environment.

“AI and AR is just the beginning of the future of beauty tech,” he says.

Chang agrees and adds: “AI and AR are now essential to engage consumers in the world of beauty. The world of beauty shopping is shifting to focus on immersive consumer experiences, whether in-store, online or in Web 3.0.”SharpEnd partnered with Clinique to roll out NFC-enabled products globally (Image Credit: SharpEnd).

“AI and AR experiences allow brands to connect with consumers in an impactful way while personalizing their shopping experience. Consumers today are looking for entertainment and inspiration while they shop, and AI/AR tech fits perfectly into this new world of ‘shoppertainment,’ providing a unique shopping journey that has the potential to increase sales and customer loyalty.”

The significant role played by AI and AR in the future of the beauty industry is unanimously agreed upon as Verstraeten underscores that the technology is set to advance to provide valuable experiences and content that can help every consumer get the most from their beauty purchases while removing the barrier of having to go in-store to try products or ask advice from beauty ambassadors in real life.

“AR and AI-powered virtual try-on smart technology will continue to evolve to solve consumer pain points better,” she says.

“Democratize shopping experience”
Perfect Corp.’s Skin Analysis tool enables dermatologists to evaluate consumer skin conditions via an app. The technology provides consumers with a thorough understanding of their skin health while helping brands and dermatologists recommend the best product regimen for individual skin concerns.

The company’s AI face-mapping technology can detect up to 14 skin conditions, including wrinkles, oiliness, redness and firmness.

The AI technology was developed to detect a wide range of skin tones to provide an inclusive experience to all shoppers. “Our AI Smart Shade Finder can detect up to 89,969 shades and deliver results based on deep learning databases with over 10 million sample models across all skin tone groups. With this technology, we can help each consumer find their perfect product match,” Chang informs.

Perfect Corp.’s advanced technology can also distinguish individual consumers’ exact shape and facial features, regardless of age, gender or race. This ensures that consumers are matched with a personalized and accurate product recommendation.  Virtual advisors and try-ons have become easily available to beauty consumers as technology continues to expand.

“Our consumer app, YouCam MakeUp, is free to download and features thousands of beauty and fashion filters for consumers to try-on virtually,” Chang says.

Innovations available to beauty consumers
SharpEnd partnered with Clinique to roll out NFC-enabled products globally. “Consumers can now access a range of digital services, such as live consultations and personalized regimens, simply by tapping the product with their smartphone; no app needed,” Verstraeten elaborates.

“The partnership was an industry first. We can directly connect and interact with users at both purchase and usage while customizing the content, tips and recommendations as we learn more about them.”

She highlights that there is a demand for full transparency across the entire supply chain, which can be achieved through blockchain technology, which is the same technology that NFTs use. 

“If brands are transparent, they are able to generate trust and a bond with their target audience, which creates a long term solid relationship. An approach that is becoming increasingly important as Gen Z is more than ever focused on sustainability and transparency. Therefore this should be something the beauty industry should explore further,” concludes Verstraeten.

By Radhika Sikaria